Method and system for providing personalized network based marketing dialogues

ABSTRACT

Systems and methods for personalizing marketing dialogues are disclosed. Specifically, embodiments of the systems and methods presented may allow obtain a set of user actions from a participant. The set of user information may include user information, such as demographics, and may also contain event related information, such as a purchase or the user clicking on a link in an email. A program or script may be generated having decision branches. At each decision branch, a first dialogue or a second dialogue may be selected based on the user information. The personalized program or script may be presented to the user based on the user information.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a continuation of, and claims a benefit of priorityunder 35 U.S.C. 120 of the filing date of U.S. patent application Ser.No. 12/546,981 by inventors Brian Reistad, William D. Snapper, Andrew C.Payne and James Campbell entitled “METHOD AND SYSTEM FOR FACILITATINGMARKETING DIALOGUES” filed on Aug. 25, 2009 now U.S. Pat. No. 7,975,007,which was a continuation of U.S. patent application Ser. No. 11/818,192by inventors Brian Reistad, William D. Snapper, Andrew C. Payne andJames Campbell entitled “METHOD AND SYSTEM FOR FACILITATING MARKETINGDIALOGUES” filed on Jun. 13, 2007, issued as U.S. Pat. No. 7,647,372;which was a continuation of U.S. patent application Ser. No. 11/353,792by inventors Brian Reistad, William D. Snapper, Andrew C. Payne andJames Campbell entitled “METHOD AND SYSTEM FOR FACILITATING MARKETINGDIALOGUES” filed on Feb. 14, 2006, issued as U.S. Pat. No. 7,389,320;which was a continuation of U.S. patent application Ser. No. 09/621,913by inventors Brian Reistad, William D. Snapper, Andrew C. Payne andJames Campbell entitled “METHOD AND SYSTEM FOR FACILITATING MARKETINGDIALOGUES” filed on Jul. 24, 2000, issued as U.S. Pat. No. 7,127,486.The entire contents of each of the above-referenced applications arehereby expressly incorporated by reference for all purposes.

TECHNICAL FIELD

This invention relates to methods and systems for interactive marketingand for conducting interactive marketing.

BACKGROUND

Prior to the rise in popularity of the Internet, limited direct responsemarketing efforts existed, primarily in non-electronic channels.Marketers engaged in targeting and segmentation efforts, but themarketing involved little if any interactivity. The marketer sent outmaterials, and for the most part the customers and potential customerseither purchased items or did not. The rise in popularity of theInternet led to the use of electronic mail (e-mail) marketing efforts.The use of e-mail led to an increase in the personalization of marketingefforts and to more sophisticated list management. Through e-mail, somemarketers also permitted some customers and potential customers to“opt-in” (or “opt-out”) of marketing efforts. This provided arudimentary level of interactivity.

However, even with opt-in procedures, existing marketing efforts stillpermit very little interactivity between the marketer and the customers.The ability for marketers easily to alter what is sent to customers,when customers receive marketing materials, and how often they receivematerials, is still very limited. Marketers have very limited ability toengage in two-way communications with their customers, or to engage incontinuous or long-term dialogues with their customers. In addition, theability to alter the type of communications (such as e-mail, regularmail, or telephone contact) or substance of communications in accordancewith a customer's wishes or responses (or lack of responses) is verylimited. Marketers also have a limited ability to alter communicationsbased on trends in the results of current marketing efforts.

SUMMARY

According to an embodiment of the present invention, a marketer (or anyother person or entity) is able to set up and communicate withpotentially large numbers of customers (or potential customers, or otherparticipants receiving a communication), where communications mayinvolve waiting for, or receiving responses to, communications, andsending subsequent communications (or taking other actions) that depend,for example, on the responses, information known (or surmised) about anindividual participant or any number of other factors.

More particularly, an embodiment of the present invention may allowmarketing dialogues to be carried on with a set of participants bysending a communication to each of the participants. Based on thiscommunication another set of participant may be assembled from theinitial participants, for example based on an event such as a responseto the initial communication, the passage of a certain amount of time,an interaction with the initial communication, etc. An action may thenbe taken with respect to this second set of participants. The action maybe, for example, based on the event used to determine the second set ofparticipants. The system may be operated in conjunction with a messagemanaging system, such as described in commonly-assigned patentapplication Ser. No. 09/621,719, now U.S. Pat. No. 6,732,185, filed Feb.14, 2000, entitled “Method and System for Managing Message Pacing,”which is incorporated herein by reference.

These, and other, aspects of the invention will be better appreciatedand understood when considered in conjunction with the followingdescription and the accompanying drawings. The following description,while indicating various embodiments of the invention and numerousspecific details thereof, is given by way of illustration and not oflimitation. Many substitutions, modifications, additions orrearrangements may be made within the scope of the invention, and theinvention includes all such substitutions, modifications, additions orrearrangements.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram of a system according to an embodiment of thepresent invention.

FIG. 2 is a representation of a structure for use with an embodiment ofthe present invention.

FIG. 3 is a representation of a structure for use with an embodiment ofthe present invention.

FIGS. 4 a and 4 b are representations of a structure for use with anembodiment of the present invention.

FIG. 5 is a representation of a structure for use with an embodiment ofthe present invention.

FIG. 6 is a state diagram for a structure for use with an embodiment ofthe present invention.

FIG. 7 is a block and flow diagram of structures used and stepsperformed according to an embodiment of the present invention.

FIGS. 8 a and 8 b are representations of structures for use with anembodiment of the present invention.

FIGS. 9 a and 9 b are representations of structures for use with anembodiment of the present invention.

FIG. 10 is a representation of structures for use with an embodiment ofthe present invention.

FIG. 11 is a representation of a structure for use with an embodiment ofthe present invention.

DETAILED DESCRIPTION

Referring to FIG. 1, dialogue system 10 includes dialogue engine 14,data dictionary 16, and database system 18. Dialogue engine 14communicates with marketers over network 20, which in this example isthe Internet. However, a local area network or other network could beused for communications between the marketers and dialogue system 10.Preferably, dialogue engine 14 runs on an Intel 700 MHz or higherprocessor, running Windows NT or 2000, and database system 18 includesOracle 8i running on an Intel 700 MHz or higher processor runningWindows NT or 2000, or a Sun SPARC Ultra 10 or higher processor runningSun Solaris.

Marketers, using browser-based clients 22, set up marketing scripts andmonitor the results. Preferably, the marketers are able to perform thesefunctions using just their browser, possibly with a plug-in or othersmall downloaded software. In preferred embodiments, the functions areperformed through the use of HTML or Java-based programs.

Dialogue engine 14 communicates through XML interface 30 withcommunications channels 32, such as e-mail channel 34, World Wide Web(Web) channel 36, telephone channel 38, regular mail channel 40, andother channels 42. E-mail channel 34 permits e-mail communications withparticipants 50 over network 52 (which, in the case of the Internet, maybe the same network as exemplary network 20; however, network 20 andnetwork 52 may be different). Web channel 36 permits communications withparticipants 50 through the World Wide Web and participants' browsers.Telephone channel 38 sets up queues for telephone calls to be made toparticipants 50. Regular mail channel 40 permits the automatic orsemi-automatic generation of post cards, letters, or other pieces ofmail to be sent to participant 50. Other communication channels 42 caninclude, for example, facsimile, or pager or other wirelesscommunications. Preferably, e-mail channel 34 is run through SMTP e-mailserver 58, which in a preferred embodiment includes an Intel 700 MHz orhigher processor running Windows NT or 2000, or Linux. Web channel 36preferably is run through web server 60 with similar processor andoperating system as e-mail server 58.

Clients 22 provide a user interface 100 (FIG. 2) for generating scripts.Preferably, user interface 100 provides drag-and-drop capabilities foradding specific function shapes 102 to a script. Function shapes 102include logical shapes 104, e-mail output shapes 106, and other outputsshapes 108. Logical shapes 104 include begin shape 110, end shape 112,goto script shape 114, decision shape 116, delay shape 118,sample/segment shape 120, fatigue check shape 122, permission checkshape 124, send to database shape 126, and repeat shape 128. E-mailshapes 106 include send message shape 140, send question shape 142, sendnewsletter shape 144, and send coupon shape 146. Other outputs shapes108 include queue call shape 150 and queue mail shape 152. Of course,additional or alternative shapes can be used, as appropriate for aparticular application.

In a preferred embodiment, in order to build a script, a user can drag aspecific shape from a palette of shape options 160 onto a script screen162. Preferably, when starting a new script, script screen 162 ispre-populated with begin shape 110. The output(s) (if any) for eachshape appear as the shape is dragged onto script screen 162. The usercan then drag the end of an output (such as end 164) to the input point(such as point 166) of the next shape in sequence, in order to “connect”two shapes. When a new script is created, the user optionally canspecify when a script should be stopped, such as on a specified date orafter a specified number of participants have gone through it. The useralso may use script templates to create quickly the basic form of ascript.

A script begins with begin shape 110 and ends with one or more endshapes 112, where an end shape 112 is used to indicate the end of a paththrough a script. Alternatively, other shapes also can end a path,without a separate end shape. Preferably, each shape has a single inputpoint (except begin shape 110, which has no input) and one or moreoutputs (except end shape 112, which has no output). Nonetheless, withloops (such as repeat shape 128) or optionally with shapes in general,an output from each of multiple shapes can lead to a single input point.

When a shape is selected (for example, by double-clicking on it), anoption window 200 appears (FIG. 3) that permits the user to provide acaption for the shape, if appropriate; captions for output options,where there are multiple outputs; and variables (along with discretevalues for those variables) to be evaluated by or used by that shape.Option window 200 will look different, and have different options, fordifferent shapes. Alternatively, option window 200 can appearautomatically when the shape is dragged onto script screen 162.

Logical shapes generally control the flow of the script. For example,goto script shape 114 causes the current script to jump to anotherlocation in the script, or to terminate and starts up another script, asa continuation of the existing dialogue.

Decision shape 116 is used for branching. For example, as shown in FIG.2, decision shape 116 causes the script to branch depending on theresponse to a prior question. When a decision shape 116 is dragged ontoscript screen 162, the option window (FIG. 3) permits the user toidentify the response or other information on which the decision isbeing made and the value or values that should lead to each branch.Although FIG. 3 shows a decision being made based on a single variable,decisions also could incorporate Boolean logic or other mechanisms topermit multiple variables to be considered within a single decisionshape. Alternatively, multiple decision shapes 116 can be used, insequence, to cause branching to depend on multiple variables.

Delay shape 118 provides for a pause before the next shape is processed.For example, delay shape 118 can wait until a specified event occurs,such as the publication of a new book by Stephen King, or can wait untila specified date (such as April 15, the day after Thanksgiving, twoweeks before Father's Day, or 14 days after a call was made as a resultof a queue call shape 150). In these cases, option window 200 permitsthe user to define the event. Delay shape 118 also could be used aftersending an e-mail, to provide for a 10-day pause before the next step isexecuted. In this case, option window 200 would permit the user todefine the length of the delay. However, in many cases the send questionshape (described below) will be used to provide a maximum period to waitfor a response to an e-mail.

Also, delay shape 118 can be defined to wait until a specifiedcombination of events occurs, such as until a response is received froman e-mail or 10 days elapse, whichever comes first. If the time periodelapses, the response can then be recorded as “no response,” so that theappropriate decision shape branch can subsequently be taken. That is,the dialogue can be set up to provide for alternatives if theparticipant fails to respond within a specified period of time.

Sample/segment shape 120 allows a specified sample of a population to beselected. For example, a marketer might want to ask a certain questiononly to (for example) 10 percent of its customers, so that it is notoverwhelmed by the volume of responses. As another example, this shapecan be used so that the population is divided into different groups,with each group receiving a different offer or other communication. Thisallows the marketer to assess the effectiveness of differentcommunications. In these cases, option window 200 would permit the userto define the percentage of respondents to be routed to each branch, andto provide a caption for each branch. Although two branches are shown inFIG. 2, a sample/segment shape 120 could have more than two branches, sothat, for example, 10 percent of the participants are directed down afirst branch, 30 percent of the participants are directed down a secondbranch, and the remaining 60 percent are directed down a third branch.In a preferred embodiment, when executed, a sample/segment shape 120will cause a random number to be generated each time a participantreaches the shape. The number is normalized to a number between 0 and99, and the selected percentages are used to determine, from the number,which branch is taken.

Fatigue check shape 122 is used to prevent the same communication frombeing sent to a participant too frequently. For example, fatigue checkshape 122 can be used to ensure that a participant who is in multipledialogues with the same script (which may occur, for example, if ascript is run every time a participant purchases an item from an onlinestore) does not receive a certain e-mail if it has received the samee-mail (from an earlier dialogue) within the past 14 days. Preferably,fatigue checking is done against the shape that comes after fatiguecheck shape 122. Alternatively, option window 200 can permit the user toselect the specific instance (or instances, if the same shape is usedmultiple times in a script in a sufficiently similar way) of a shape tocheck against and the time period. When executed, if the participant hasreceived (for example) the designated e-mail within the designatedperiod, the dialogue will delay until the end of the period beforemoving on to the designated shape.

Permission check shape 124 is used to determine whether a participantmeets specified criteria to proceed down a given branch. It is aspecialized version of decision shape 116. For example, permission checkshape 124 might be used to determine whether a user has decided to optout of receiving certain types of messages or messages from certainchannels. Permission check shape 124 also can be used to determinewhether a user has a preferred channel, so that messages will bedirected to that channel, if possible.

Send to database shape 126 is used to store responses or other data intoa specified external database.

Repeat shape 128 is used to create loops. For example, to cause a seriesof steps to repeat 2 times (so that the series of steps execute in total3 times), the user would select a repeat value of “2” in option window200.

E-mail shapes 106 generally determine the type of e-mail that will besent to participants. For example, send message shape 140 is used tosend a message, where no response is requested from the participant.Option window 200 allows the user to define the text of the e-mail, bytyping in the text or by identifying a file containing the text of thee-mail, and the type of e-mail (such as plain text format or HTMLformat). Preferably, the text of the e-mail is included as part of thebody of the e-mail, rather than as an attachment. In one embodiment,each e-mail shape includes a “not sent” branch, to account forsituations where the message is not sent (such as, if the participanthas no e-mail address or the system determines not to send the message).

Send question shape 142 is used to send an e-mail, where a response isrequested. In this case, option window 200 allows the user to define thenames) and types of the variable(s) that will hold the value or valuesof one or more responses to one or more questions. The user can definethe specific responses that are permitted (that is, the participantreceives a set of options and is permitted to select one or more) foreach question or can permit any value to be entered as, for example, atextual or numerical value. In addition, the user can define a timeperiod after which the script assumes that the participant will notrespond. Thus, in the example in FIG. 2, decision shape 116 is based onthe response to send question shape 142, and the third branch isselected if the participant does not respond within 7 days.Alternatively, send question shape 142 can have branches to reflectwhether a response is received or not, with decision shape 116 thenproviding branches for the different responses that could be received.Preferably, option window 200 permits the user to designate the databaseor databases to which the responses will be stored.

Send newsletter shape 144 is used to send an e-mail with an attachmentor with a link to a URL. This shape may be used to send a newsletter orother document to a participant. The attachment can be a text, picture,video, sound, or other type of file. Option window 200 permits the userto identify the file or URL. Optionally, more than one attachment or URLcan be specified.

Send coupon shape 146 is used to send a coupon to the participant. Theuser is able to define a nominal amount of the coupon (by dollar amountor percentage), the expiration date, and any other restrictions (suchas, the coupon can only be used on weekends, with a minimum purchaseamount, or for certain specified goods). A mechanism for altering thenominal amount of a coupon is discussed below.

Alternatively, one or more of these e-mail shapes (such as message shape140 and send question shape 142) can be combined into a single shape,with options that allow for these variations. As a further alternative,the send question shape and the decision shape can be combined into asingle shape, where the options in each of these shapes are selected aspart of the single shape. Also, the functionality of permission checkshape 124 can be included within one or more of the e-mail shapes (orwith other messaging shapes). With each of the e-mail shapes, the e-mailcan be personalized based on the participant's name or other demographicinformation, or based on other information, such as the participant'sprior purchase history.

Queue call shape 150 and queue mail shape 152 are used to scheduletelephone calls and regular mail. Thus, for example, queue call shape150 can be used to queue calls for telemarketers or others, and queuemail shape can be used to define a letter, post card, or other documentto be sent to the participant.

Preferably, additional shapes can be added at any time, shapes can bemodified, and variables can be added to shapes (either by creating a newshape or modifying the existing shape). To do this, the user informs thesystem that a new (or modified) shape is available, and through adynamic loading process (as is generally well known in the art) thesystem recognizes the new shape and makes it available to browser-basedclients 22. By using this “plug-and-play” type of functionality, a useralso is able to add new channels to a system. For example, by adding aqueue fax shape or a send wireless message shape, a user could add a newmessaging channel.

As shown in FIGS. 4 a and 4 b, monitoring console 300 provides a userinterface for monitoring the status of running scripts on a macro level.In the example shown in FIG. 4 a, scripts 310 are divided into threegroups for ease of viewing: retention scripts 302, newsletters 304, andproduct offers 306. However, any other groupings, or no groupings, couldbe used. By clicking on the script name 320, the user is able to viewdetailed information about the script, including the script itself, adescription of the script, the events relevant to that script, and allof the accumulated data for that script. The user is able to view theinformation described below, but limited to the designated script. Inaddition, the user may edit or stop the script. In one embodiment, if ascript is edited while one or more dialogues have not completed for thatscript, the script is closed to new participants, existing participantscontinue to interact with the original script, and a second version ofthe script is created, with which new participants interact.Alternatively, existing participants can interact with the revisedscript, as long as the script accounts for possible inconsistenciesbetween steps that have already taken place and future steps that havebeen changed.

Where the script is currently running, user-selectable data 330 isprovided for the script. The data presented for each grouping may bedifferent, reflecting the relevant data to be monitored. Thus, in thisexample, for retention scripts 302, monitoring console 300 lists thenumber of consumers for whom the script has run or is running, thenumber of visits to the web site in response to a communication as partof the script, and the amount of purchases (in both dollars and number)resulting from visits. Monitoring console 300 could also list, forexample, the number of participants for which the script has begun orthe number of participants for which the script has completed.Monitoring console 300 also could provide statistical information, suchas how a certain number compares to a goal (by percentage, for example).For running scripts, this information is provided in this example bothfor the last 7 days (line 338) and for the life of the script (line340). For the “last 7 days” line, monitoring console 300 also provides arunning trend 342, indicating the percentage increase or decrease (forexample, for the last 7 days versus the previous 7 days).

With other types of scripts, other data may be more appropriate to belisted in monitoring console 300. For example, for a newsletter, thedata may include the number of subscribers, the number of issues of thenewsletter sent, the number of visits to the web site from viewing thenewsletter, and the amount of resulting purchases. For product offers,the data may include the number of consumers for whom the script has runor is running, the number of messages sent (such as specific productsoffers sent), the number of resulting visits, and the amount ofresulting purchases. Alternatively, data for scripts that are no longerrunning can continue to be listed, or data can only appear after thescript has run a minimum number of times.

As shown in FIG. 4 b, monitoring console 300 can take a different form,in which each script 310 is listed, along with its status 370 (describedbelow), and information such as the total number of dialogues(conversations), the number of active conversations, the number ofe-mails sent by that script, the number of e-mails opened byparticipants in that script, the number of question responses received,the number of links clicked, and the number of completed conversations.The number of total conversations should equal the number of activeconversations plus the number of completed conversations. Preferably, asshown in FIG. 4 b, monitoring console 300 also provides totals 390 forall scripts, a “new” button 394, and a “refresh” button 396. New button394 switches the user to user interface 100 for generating a new script.Refresh button 396 causes the data shown in monitoring console 300 to beupdated (refreshed). Where a script is still in progress, its statuspreferably is shown as “in design” or something similar.

As shown in FIG. 4 a, monitoring console 300 preferably also provides analerts section 360 and controllers 362. In alerts section 360,user-defined alerts appear. For example, a threshold alert 370 canappear when a number exceeds a certain threshold, such as when thenumber of consumers exceeds 1000, or some other milestone. The alertsmay, but need not, relate to data otherwise appearing on monitoringconsole 300. A reminder alert 372 can appear when a script should beupdated, has expired, has stopped or been paused, or otherwise needs tobe reviewed. A system alert 374 indicates a processing or similar typeof error, which requires attention.

Controllers 362 provide the user with an ability to adjust certainuser-selectable parameters on an individual or macro level. In apreferred embodiment, coupon controller 380 permits the user to adjustthe amount of each coupon by a designated percentage. Thus, for example,if the nominal value of a coupon is $10 or 10%, the coupon value can beincreased or decreased by an appropriate percentage. As an example, auser could adjust coupons up by 50% if sales are low, or down 50% ifsales are exceeding expectations but the margins are low. This permitscoupons for all scripts (or selected scripts) to be adjusted easily,without editing each affected script. Preferably, coupon controller 380displays the current value of the coupon adjustment off the nominalvalues, the average value of the coupons affected by the controller, andthe number of scripts affected by adjustments in the coupon values.

Similarly, in a preferred embodiment, message frequency controller 385permits the user to adjust the frequency of messages subject to a delaybecause of delay shape 118. Like coupon controller 380, messagefrequency controller 385 permits the user to adjust the length of adelay. Thus, for example, if the nominal value of a delay is 10 days,the delay can be increased or decreased by an appropriate percentage. Asan example, a user could adjust delays up by 50% if the data inmonitoring console 300 suggests that users are frustrated from receivingtoo many messages or need more time to consider a prior message.Preferably, message frequency controller 385 displays the current valueof the frequency adjustment off the nominal values, the average value ofdelays affected by the controller (which could be all delays, from allscripts, or just select delays), and the number of scripts affected bythe adjustments.

Optionally, as shown in FIG. 5, some monitoring functions can becombined with the view of the scripts, as shown in FIG. 2. In this case,by selecting a monitoring function, with monitoring toggle button 410,the system overlays over each shape in script screen 162 the percentageof participants 412 that have reached that point in the script, and thenumber of participants 414 currently at each step in the script. Thepercentage figure can be for the life of the script or for a designatedtime period. When the monitoring function is active, script screen 162also displays the total number of active participants 418. The totalnumber of active participants is the sum of the numbers of participantsat each step in the script.

Once a script is completed, it is compiled into a set of instructionsand executed by dialogue engine 14. Each shape in a script will yield aset of instructions when the script is compiled, where each instructioncontains a command from a set of script operations available to dialogueengine 14. Preferably, the script operations are Java classes, howeverother languages, whether object-oriented or not, may be used, such asC++ or C. The script itself may be in one of several states. Preferably,the script states include “active” (the script is running), “closed”(the script is running but is closed to new participants), “paused” (thescript is being edited or is otherwise frozen), and “archived” (thescript is stopped or otherwise no longer in use).

At any given point in time, each dialogue for a script may be in one ofseveral states. Preferably, as shown in FIG. 6, the dialogue statesinclude “start” 510 (when a dialogue begins), “idle” 512 (an event [Ifany] necessary for the dialogue to move to the next step has occurred,and the dialogue is waiting for the dialogue engine to process the nextstep) “running” 514 (the dialogue is running), “paused” 516 (thedialogue is waiting for an event), and “done” 518 (the dialogue hasended). A dialogue will not be in the idle state 512 if the script isnot running (for example, if it is paused). Once the dialogue has beeninitialized, it will be in the idle state.

Dialogue engine 14 accesses various database tables (described below) inorder to execute and keep track of each dialogue. Preferably, in orderto execute dialogues, dialogue engine 14 uses three processes, wheremultiple instances of each process can exist. As shown in FIG. 7, startprocess 610, execution process 612, and resume process 614 eachcommunicate with dialogue database tables 620.

Start process 610 starts a dialogue by creating a conversation object inthe database. In a preferred embodiment, start process 610 creates a newentry in conversation table 710 and new entries in conversationproperties table 740 for the variables that may be used. These entriesmay include event parameters supplied with the event. For example, ifthe purchase of a book is the event that starts a dialogue(conversation), then the name of the book being published may be addedto the conversation properties table as, in effect, a constant. Thesetables are described below and shown in FIG. 8. In addition, startprocess 610 may, where a script can be closed after a designated numberof participants, decrement a counter to indicate the number ofparticipants that may still be added to the script (relative to thenumber in script regulator table 785). Start process 610 may be, forexample, an event handler that responds to an external event such as apurchase in the marketer's e-commerce system. Start process 610 also maybe responsive to the instructions corresponding to a goto script shape114 from another script. In that case, start process 610 also would copyany appropriate parameters from entries for the originating dialogue tothe new dialogue. In addition, start process 610 can be a manualprocess, for testing a script from a graphical or other user interface.

Execution process 612 is responsible for executing a dialogue.Preferably, this process is an NT Service or UNIX daemon, whichcontinually looks for idle dialogues in conversation table 710. Uponfinding an idle dialogue, execution process 612 marks that dialogue asrunning (that is, changes its state from idle to running in conversationtable 710), as indicated in step 630 in FIG. 7, and loads the programcorresponding to the script into memory (step 632). Execution process612 then executes the sequence of instructions starting with the currentinstruction, as obtained from conversation table 710, until the scriptcompletes or pauses (step 634). The script will have completed if itreached an end (or other final) shape in the script or encounters anerror, and will have paused if (for example) it reached a delay shape118. If the dialogue is complete, execution process 612 updates theappropriate database tables 620 (step 636) and marks the dialogue asdone (step 638). If, on the other hand, the dialogue has paused,execution process 612 updates the appropriate database tables 620 (step640), marks the dialogue as paused (step 642), and updates conversationwait table 730 (step 644) to indicate the events that will causeexecution of the dialogue to resume (that is, the events that will causethe dialogue state to change to idle). Specifically, wait table 730receives a new entry or row for each event for which the dialogue ispaused. Each entry includes the conversation ID, an event key, and thenext instruction to be executed if that event occurs. The databasetables that could be updated at steps 636 or 640, when a dialogue iscompleted or paused, include conversation properties table 740 (whichlists the values of dialogue variables) and any appropriate participanttables 900, which include demographic and other participant information.

Resume process 614 is responsible for resuming a dialogue. This istypically an event handler that reacts to the arrival of an event froman external system. For example, if one of the events is the publicationof a new book by a specified author or about a specified topic, resumeprocess 614 updates conversation table 710 to mark as idle each entrywith an event label that matches the label of the event being handled,and updates the next instruction field in conversation table 710 withthe next instruction to be executed. This instruction is the instructionfrom the row in conversation wait table 730 that corresponds to theevent that occurred. The dialogue is now available to execution process612 to continue the execution. Resume process 614 also deletes all rowsin conversation wait table 730 with the conversation ID of thatdialogue. Preferably, each event includes a priority to control whichdialogues are transitioned to idle first.

A number of tables relating to dialogues or conversations are shown inFIG. 8 a. Conversation table 710 preferably provides an entry (or row)for each dialogue (conversation). Conversation table 710 preferablyincludes fields (or columns) for dialogue or conversation ID 711 (aunique ID for each dialogue), script instance ID 712 (an identifier forthe particular version/instance of the script being run for thisdialogue), conversation state 713 (the state of the dialogue, such aspaused, idle, or running), conversation source ID 714 (to identify theevent or other script by which the participant got into the dialogue),participant ID 715 (a unique identifier for the participant), creationinformation 716 (the date the conversation was created and the user whocreated it), modification information 717 (the date the conversation waslast modified, and the user who last modified it), current label 718 (alabel for the current instruction), priority 719 (a relative priority ofa dialogue; dialogues with higher priority will be executed beforedialogues with lower priority), current instruction number 720 (thecurrent instruction), original source ID 721 (identifies the firstdialogue in the chain of dialogues that led to the current dialogue),previous conversation ID 722 (Identifies the previous dialogue in thechain), test 723 (identifies whether the dialogue is being used fortesting), and trace 724 (identifies whether each instruction executedwill be logged).

If the same participant is in multiple dialogues (one might start, forexample, each time the participant purchases another item), possibly inthe same script, each of these dialogues has its own dialogue ID 711 butthe same participant ID 715. In this and in other tables, preferrednames for fields (columns) are indicated, along with a preferred typefor the name (such as “double,” “text,” or “date”). A number inparentheses for a text field indicates a preferred length of the field,and the designation “FK” indicates a foreign key, that is that the fieldis a link to a field in another table.

Conversation wait table 730 preferably provides an entry for each eventthat can cause each paused dialogue to change to an idle state. Waittable 730 preferably includes columns for dialogue or conversation ID732 (corresponding to the dialogue ID in conversation table 710), eventkey 734 (an identifier for the event), and next instruction 736 (thenext instruction to run if the event identified by event key 734occurs). There can be multiple entries for a single dialogue, wherethere are multiple events (such as a response to a message or a date)for which that dialogue is waiting. Preferably, event key 734 is in theform of a string or integer, with a prefix (designatedEVENT_HANDLER_PFX) that identifies the type of event (such as a date, ora response to a message) and a unique identifier (designatedEVENT_UUID). The same event may appear in multiple entries, if more thanone dialogue is waiting for the same event (such as a specific date orthe publication of a book by a specific author). The next instruction736 may be different for each event for the same dialogue (or some orall of the next instructions may be the same), and is the instructionthat will be placed in the conversation table 710 if the correspondingevent occurs.

Conversation properties table 740 preferably provides an entry for eachvariable that is local to each dialogue. Thus, each dialogue thatcorresponds to the same script will have entries that list the samevariable, and a dialogue may have multiple entries if it corresponds toa script with multiple variables. Properties table 740 preferablyincludes columns for dialogue or conversation ID 742 (corresponding tothe dialogue ID in conversation table 710), variable code 744 (the nameof or a code for the variable, or a link to a table with entries foreach variable), and value 746 (the value of the variable, such as thevalue determined from a participant's response to a question). Forexample, a dialogue may ask a participant whether he or she liked thebook recently purchased, whether the participant is satisfied with thelevel of service, and (if not satisfied) why not. The response fieldwill be filled with a value representing the options available to theparticipant in responding (such as “yes” or “no,” a price range, a levelof satisfaction, or a text field filled with a participant's textualresponse to a question). Preferably, the response field also can have avalue indicating that the participant did not respond at all (such as,if the time to respond expired before a response was received) and avalue indicating that the participant declined (or failed) to answer thequestion, but responded to the communication.

Some tables relating to scripts are shown in FIG. 8 b. Script table 750preferably includes an entry for each version of each script. Scripttable 750 preferably includes columns for script instance ID 751, scriptstate 752 (the state of the script, such as active, closed, paused, orarchived), script group 753 (an identifier for a particular script,which is common to all revisions of that script), script revision 754(the particular revision of the script, preferably with separate columnsfor major and minor revision numbers), script name 755, description 756,start and stop dates 757 for the script, creation information 758, andmodification information 759.

Script properties table 760 preferably includes an entry for pieces ofadditional information (such as, meta-data) about the script. This tablepreferably includes columns for script instance ID 761, code 762 (anidentifier for the particular information, such as “goal” of a script),and value 763 (the value of the code, such as “increase purchases” or“obtain registration”).

Preferably, labeled scripts table 765 provides a label (name) for ascript which refers to the latest version of that script. Labeledscripts table 765 preferably includes columns for script instance ID766, label text 767 (the label, such as “current”), creation information768, and modification information 769.

Script source table 770 preferably provides source code information forthe script. Script source table 770 preferably includes columns forscript instance ID 771 and XML 772, where XML is the script in textform. This could be, for example, the XML version of the script that isdisplayed graphically (as represented, for example, in FIG. 2).Alternatively, XML field could be an identifier for the text form of thescript, and other languages can be used to describe the script.

Migrate table 775 preferably is used to record links between relatedversions of a script. This can be used to move (migrate) a participantfrom a previous version of a script to the next version. Migrate table775 preferably includes columns for a migration ID 776, the previousversion's script instance ID 777, the new version's script instance ID778, the migration status 779 (such as active or inactive), creationinformation 780, and modification information 781.

Script regulator table 785 preferably is used to keep track of queuesfor scripts with a limited number of participants or that otherwise canbe closed automatically. When the script closes, the table is used todetermine how to handle subsequent potential participants. Scriptregulator table 785 preferably includes columns for script group ID 786,script label 787, regulator code 788 (a code for the type of regulatorimposed on the script, such as a date when the script closes or amaximum number of participants), limit 789 (the numeric limit, forscripts with a numeric limit), queue 790 (an indicator of whetheradditional potential participants are queued for when the limit is nolonger exceeded), and cutoff date 791 (the cutoff date, for scripts witha cutoff date).

The database also includes program related tables, as shown in FIG. 9 a,which preferably include instruction table 810, instruction propertiestable 815, script entry point table 820, script operation table 825, andscript operation properties table 835.

Instruction table 810 preferably matches instructions with thecorresponding operations. Instruction table 810 preferably includesentries for each instruction appearing in any script, with columns forinstruction ID 811 (a unique identifier for the instruction), scriptoperation ID 812 (the operation to which the instruction corresponds),script instance ID 813 (the particular script instance in which theinstruction is found), and label 814 (a label for the instruction).

Instruction properties table 815 preferably includes information aboutthe properties of the variables used by an instruction. Instructionproperties table 815 preferably includes columns for instruction ID 816,code 817 (the instruction variable, such as a “wait” variable thatdetermines how long a script will wait to receive a response to ane-mail message), and value 818 (the value for code 817, such as “7days,” if this instruction will wait 7 days for a response).

Script entry point table 820 preferably includes an entry for eachinstruction that can begin a script. This table preferably includescolumns for the instruction ID 821 and for an entry point label 822(such as “begin”). Among other things, this table permits the use ofmultiple entry points for a script.

Script operation table 825 preferably provides a list of the operationsknown to the system. It preferably includes columns for script operationID 826, operation status 827 (such as, “active” or “inactive,” to permitcertain operations to be inactivated), operation name 828, class 829(the Java or other class to execute to perform the operation), creationinformation 830, and modification information 831. Although operationspreferably are executed as Java classes, other programming languages canbe used with appropriate changes made to this table.

Script operation properties table 835 preferably includes informationabout properties of each operation for a particular installation, suchas a name that the system provides for a variable and the correspondinginternal name for that installation. This table preferably includescolumns for script operation ID 836, code 837 (the property), and value838 (its value, such as the internal name).

The database preferably also includes event related tables shown in FIG.9 b. Event meta table 860 preferably provides a list of all events knownto the system. This table preferably includes columns for event ID 861,event type 862 (the type of event, such as “book purchase”), event name863, description 864, start script indicator 865 (an indicator ofwhether this event can start a script), creation information 866, andmodification information 867.

Event meta properties table 870 preferably includes entries for eachvariable associated with an event from event meta table 860. Event metaproperties table 870 preferably includes columns for event ID 871, code872 (a name or code for the event), and value 873 (a description of theevent represented by code 872).

Event script table 880 preferably lists the events that are configuredto start dialogues (conversations) in scripts. This table preferablyincludes an entry for each script started by each event, with columnsfor event script ID 881 (an identifier for the event), event scriptstate 882 (such as, “active” or “inactive,” where an inactive statesignifies that the event cannot be used to start a script), script groupID 883 (the script that will be started), script label 884 (such as“current”), event name 885 (a name for the event, such as “bookpurchase”), creation information 886, and modification information 887.Where an event can start multiple scripts, it will have multiple entriesin this table.

Event script properties table 890 preferably provides name/value pairsfor each event appearing in event script table 880. This tablepreferably includes columns for event script ID 891, code 892 (a name orcode for event), and value 893 (a description of the event representedby code 892).

Additional tables may be used to store statistical information aboutscripts, such as the number of times a script has run, the number oftimes each step in a script has run, and the number of pending dialoguesat each step in a script. This information can be maintained for thelife of a script and for various periods (such as the past 7 days andthe 7 days before that). Also, tables may be used to log informationabout messages, such as e-mails sent and e-mails opened, click-throughson links included with messages, and other data relating to interactionswith participants.

The database preferably also includes tables relating to participants,as shown in FIG. 10. These may include participant data table 910, whichpreferably maintains the main demographic information about eachparticipant. It preferably has columns for participant ID 911 (asappears in conversation table 710), gender 912, income range 913,marital status 914, numeric key 915 and alphanumerical key 916 (keys tonumerical or alphanumerical identifiers for the same participant inlegacy databases of the user), last name 917, first name 918, middleinitial 919, name prefix 920 (such as Mr., Ms., Dr., etc.), name suffix921 (such as Jr., or III), date of birth 922, preferred address 923 (akey to the preferred address from address table 940), preferred phone924 (a key to the preferred phone number from phone table 950), andpreferred e-mail 925 (a key to the preferred e-mail address from e-mailtable 930). This table is used, for example, to insert the participant'sname and other information in an e-mail or letter, and to determinewhich address or phone number to use for messages.

Participant e-mail table 930 preferably has entries for each e-mailaddress for each participant. It preferably has columns for participantID 931, e-mail type 932 (such as home or work), e-mail text 933 (theactual e-mail address), e-mail format 934 (such as html or plain text),e-mail status 935 (such as “inactive,” if a prior e-mail was returned asundeliverable), creation information 936, and modification information937.

Similarly, address table 940 preferably has entries for each address foreach participant. It preferably has columns for participant ID 941,address type 942 (such as home or work), state code 943 (the 2 digitabbreviation for the state portion of the address), country code 944 (a3 digit abbreviation for the country portion of the address), addressstatus 945 (such as “inactive” if regular mail could not be delivered),address 946 (which can be 2 or more columns, to provide for 2 or morelines of an address), city 947, postal code 948, region 949 (whereappropriate for the participant's country), and province 950 (whereappropriate for the participant's country).

In a like manner, phone table 955 preferably has entries for each phonenumber for each participant. It preferably has columns for participantID 956, phone type 957 (such as home, work, or cellular), phone number958 (the actual number, including area code and any country or similarcodes needed for international dialing), and phone status 959 (such as“inactive” if the number has been disconnected).

Last contacted table 960 preferably includes information about recentcorrespondence with a participant. Preferably, it includes an entry foreach participant, and includes participant ID 961, the last e-mail date962, the last phone date 963, and the last regular mail date 964. Whereother channels are used, additional columns can be included for thosechannels.

Script group properties table 970 preferably is used to store values foruse by fatigue check shape 122 or any other shape-specific participantvariable (discussed below). This table preferably includes entries foreach relevant script and shape for each participant. Multiple entrieswill exist if the participant has been in different scripts or there aremultiple shape-specific variables in a single script. It preferably hascolumns for participant ID 971, script group ID 972, code 973 (thevariable), and value 974 (the value for that variable). With, forexample, fatigue check shape 122, the variable (such as last messagedate) is updated when a message for a particular script is sent,regardless of the dialogue.

Participant service queue table 980 preferably is used by queue callshape 150 and queue mail shape 152 for messages to be sent by thesechannels. This table preferably includes columns for participant servicetype 982 (a code for the type of service), participant ID 983, messagetext 984 (the text of the message to be sent), and create date 985 (whenthe message was created). The message text field alternatively canidentify a file or other location where the message is located, or thescript to be used for a telephone call. If other channels are used, suchas facsimiles, then participant service queue table 980 preferably alsois used for those channels.

Other or different tables, many of which are conventional for keepinginformation about participants (such as their purchase history or webpages they visited), may be included among the participant tables.Alternatively, participant tables 900 can be completely or partiallyembodied in a company's existing database systems.

Data dictionary 16 is used to simplify access by dialogue engine 14 andthe script-writing user interface 100 to participant data (that is, datacorresponding to participant tables 900) in database system 18. Often,this will be data used to make participant-specific decisions, such asthat males get one message and females a different message, or thatrecent buyers get one discount and others get a different discount.Also, the data may be used to construct personalized mailings. This datamay exist in a combination of internal and external databases. Internaldatabases can include the databases described above for dialogue andscript information, and any participant tables using the same databasesystem. These database tables are known to and accessible by thedialogue engine. External databases can include a company's proprietarycustomer (or similar) database, or any other database external to thedialogue system. Often, these databases will have an unknown format willnot be accessible directly by the dialogue engine. An external databasealso could include an LDAP server or other data server having a standardformat.

Data in the various databases may be “fixed” or “computed.” Fixed dataexists in a database table, such as the gender of a participant, aparticipant's state of residence, or the date of a participant's lastpurchase. Computed data is derived using one or more computations. Forexample, whether a participant is a “recent buyer” may depend on acalculation based on the date of the participant's last purchase—if thelast purchase was within 30 days the participant may be considered arecent buyer.

Data variables may have “discrete” or “continuous” values. Examples ofdiscrete data variables include gender (male, female, or unknown) andfavorite season (spring, summer, fall, winter, or unknown). Continuousdata variables could have essentially any value, such as the lastpurchase date, age, or income, although in practice the number ofpossible values for a continuous data variable is not limitless.

Fixed, discrete data variables have a name and a set of possible values.Therefore, decisions can be made by considering each of the possiblevalues. Similarly, computed discrete data variables (such as whether aparticipant is a frequent buyer) permit decisions to be made byconsidering each of the possible values.

To make decisions based on fixed, continuous data variables, it willoften be preferred to categorize the data into a set of discrete values.For example, “income” could be divided into a set of dollar ranges (withthe highest being a certain amount or over). Similarly, continuous,computed data variables can be categorized into a set of discretevalues. For example, “average annual purchase” could be categorized into“zero,” “low,” “medium,” and “high” ranges to facilitatedecision-making. Alternatively, decisions on continuous variables can bemade by using algebraic and/or Boolean expressions. For example, onebranch could be taken if the expression is “true” or a value exceeds acertain amount, with another branch taken in the alternative. Of course,more than two branches could be used.

In general, the data variables stored by the system can be divided intosix categories. Data variables can be global, participant-dependent, ordialogue-dependent. Each of these three categories, in turn, can beshape-specific or not shape-specific. A global variable is the same forall participants across all dialogues. An example of a shape-specificglobal variable is a variable that identifies the first 10 participantswho have responded to a message, and example of non-shape specificglobal variables are a variable indicating the current date or avariable indicating the location of an image. An example of ashape-specific participant variable is a variable that identifies when aparticipant last received an e-mail (for use, for example, by the managefatigue shape), and examples of non-shape specific participant variablesare demographic information, such as name, e-mail address, and age. Anexample of a shape-specific dialogue variable is a repeat counter usedfor a repeat shape, and an example of a non-shape specific dialoguevariable is a response to a specific question asked in an e-mail.Preferably, each of these categories is treated differently. Forexample, separate instances of each dialogue-specific variable must bemaintained for each separate dialogue, but only one instance of aparticipant-specific variable should be maintained for each participant(although a separate shape-specific variable would be maintained foreach distinct shape).

As shown in FIG. 11, data dictionary 16 uses methods to take an externalname for the variable (that is, the name by which the variable is knownby the dialogue engine), and determine the database table in which eachvariable is stored (method 1010), the internal representation (method1012) of the variable (that is, the name by which the variable is knownin the database table), the data type (method 1014), and the datacategories (that is the discrete values that the data can have, for useby the dialogue system) (method 1016). Data dictionary 16 also providesmethods for converting the data between the format in which it is storedand the format in which it is used by the dialogue system (method 1018).For computed data variables, data dictionary 16 also provides methods todetermine the name of each variable used in the calculation (method1030) and to compute the value of the variable (method 1032).Preferably, users can add additional methods to data dictionary 16through a dynamic loading process, as discussed above with regard toadding shapes and channels.

While there have been shown and described examples of the presentinvention, it will be readily apparent to those skilled in the art thatvarious changes and modifications may be made therein without departingfrom the scope of the invention as defined by the following claims.

For example, different database tables can be used, or a differentdatabase structure. Also, while the system has been described in termsof marketing activities, the present invention is applicable to otheractivities in which it is desired to engage in numerous dialogues withmultiple participants. Accordingly, the invention is limited only by thefollowing claims and equivalents thereto.

1. A method for providing a personalized network based dialogue,comprising: storing a script associated with a campaign and a set ofuser information for a user selected for the campaign, the scriptspecifying a plurality of events; executing a first instructionaccording to the script, wherein the first instruction is operable tosend a first communication to the user from a server; determining avalue for a variable associated with an event specified by the script,wherein the determination of the value is based on an interaction withthe first communication by the user; determining a second instructionaccording to the script based on the set of user information and thevalue for the variable associated with the event specified by thescript; and executing the second instruction to send a secondcommunication to the user from the server.
 2. The method of claim 1,wherein the second instruction is determined based on a user interactionstored in the user information.
 3. The method of claim 1, wherein theset of user information is obtained from a user interaction with anemail.
 4. The method of claim 3, wherein the set of user information isobtained from the user clicking on a link within an email.
 5. The methodof claim 1, wherein executing the first instruction corresponding to thescript comprises sending an email to the user.
 6. The method of claim 1,wherein the set of user information comprises demographic information.7. The method of claim 1, wherein the set of user information is storedin a database having a set of event related tables comprising one ormore of a purchase, a date and a response to a message.
 8. The method ofclaim 1, further comprising sending the second communication to the useron a different channel than the first communication.
 9. An electronicpersonalization dialog system comprising: a data storage location; adialog computer interfaced with the data storage location and acommunications channel, the dialog computer comprising a processor and anon-transitory tangible computer readable medium storing instructionsexecutable to: store a script associated with a campaign and a set ofuser information for a user selected for the campaign, the scriptspecifying a plurality of events; execute a first instruction accordingto the script, wherein the first instruction is operable to send a firstcommunication to the user from a server; determine a value for avariable associated with an event specified by the script, wherein thedetermination of the value is based on an interaction with the firstcommunication by the user; determine a second instruction according tothe script based on the set of user information for the user and thevalue for the variable associated with the event specified by thescript; and execute the second instruction to send a secondcommunication to the user from the server.
 10. The electronicpersonalization dialog system of claim 9, wherein the second instructionis determined based on a user interaction stored in the set of userinformation.
 11. The electronic personalization dialog system of claim9, wherein the set of user information is obtained from a userinteraction with an email.
 12. The electronic personalization dialogsystem of claim 11, wherein the set of user information is obtained fromthe user clicking on a link within an email.
 13. The electronicpersonalization dialog system of claim 9, wherein executing the firstinstruction corresponding to the script comprises sending an email tothe user.
 14. The electronic personalization dialog system of claim 9,wherein the user information comprises demographic information.
 15. Theelectronic personalization dialog system of claim 9, wherein the userinformation is stored in a database having a set of event related tablescomprising one or more of a purchase, a date and a response to amessage.
 16. A computer program product comprising a non-transitorytangible storage medium storing computer program instructions executableto perform a method comprising: storing a script associated with acampaign and a set of user information for a user selected for thecampaign, the script specifying a plurality of events; executing a firstinstruction corresponding to the script, wherein the first instructionis operable to send a first communication to the user from a server;determining a value for a variable associated with an event specified bythe script, wherein the determination of the value is based on aninteraction with the first communication by the user; determining asecond instruction according to the script based on the set of userinformation; and executing the second instruction to send a secondcommunication to the user from the server.
 17. The computer programproduct of claim 16, wherein the second instruction is determined basedon a user interaction stored in the user information.
 18. The computerprogram product of claim 16, wherein the set of user information isobtained from a user interaction with an email.
 19. The computer programproduct of claim 18, wherein the set of user information is obtainedfrom the user clicking on a link within an email.
 20. The computerprogram product of claim 16, wherein executing the first instructioncorresponding to the script comprises sending an email to the user. 21.The computer program product of claim 16, wherein the user informationcomprises demographic information.
 22. The computer program product ofclaim 16, wherein the user information is stored in a database having aset of event related tables comprising one or more of a purchase, a dateand a response to a message.